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Australian content marketing is both more popular and more effective than in most other countries, which is no surprise to anyone who has followed the latest developments in the ocean market closely. Compared to their Western counterparts, the latest studies and research indicate that Australian marketers both spend more of their budget on content marketing and use a wider range of content marketing strategies, and thus produce more engaging content. As the Content Marketing Institute revealed in a recent study, 96 percent of Australian marketers use some form of content marketing, with web articles (88 percent usage), social media (83 percent ) and email campaigns (82 percent) coming in as clear favorites in the rankings. Additionally, Australian content marketers report that their initiatives are, on average, 5-10% more effective than their North American and UK counterparts. There's no debating, because the results are already there: Australian content marketing is one of the best in the world. Let's take a look at some of the biggest Australian content marketing campaigns of recent years and see what lessons we can learn from their success. Intrepid Travel's YouTube Travel Stories Intrepid Travel is a Melbourne-based travel agency specializing in 'small group' getaways to exotic international destinations. Whether you're going as far away as Peru or Mount Everest, or as close to home as Papua New Guinea, Intrepid Travel has been taking travelers to some of the wildest places on earth since 1989. The company already maintains an excellent travel blog featuring tour guides, introductions to safe and responsible travel, talks on themed and amateur-oriented vacation trips, and more. But in 2015, they kicked things up a notch with their "Top Destinations" series on YouTube, which features travel highlights, landmarks and other interesting events recorded on an Intrepid Travel vacation. Embedded content: https://youtu.be/BhzVi5bzZc8 The unique perspective and high production values ​​of these videos have prompted some of them to go viral, with a handful even surpassing the 100,000-view mark. They have also released a series of other informative and skillfully produced travel videos featuring topics of interest to Employee Email Database their audience, such as sustainable and eco-friendly tourism, traveling on a tight budget and personal spotlights on " local leaders" in a destination country. who serve as tour guides. Intrepid's efforts have clearly paid off, with their success on YouTube sparking strong growth in turn for their other social channels: nearly 500,000 likes and lots of engagement on Facebook, and nearly 90,000 followers on Twitter. Intrepid Travel's success speaks for itself: high-quality video is a form of content marketing that can go a long way in growing your audience, bringing attention to your business, and driving growth and engagement. . ANZ Bluenotes and the journalist's switcheroo In 2014, Melbourne-based banking firm ANZ launched its own publishing house, ANZ Bluenotes. Serving as a publishing space for ANZ's 'news, views and information', the move stunned marketers when it was announced that award-winning Australian journalist Andrew Cornell would leave the Australian business weekly. Financial Review to join the new point of sale team. With Cornell at the helm of the 'ANZ Newsroom', the outlet began to regularly publish high-quality news stories and thought leadership pieces, and ANZ Bluenotes quickly established itself as one of the leading voices in marketing. Australian. While local publications were ready to denigrate the move as another case of a journalist moving from the proverbial Dark Side, Cornell demonstrated the social and economic value companies can create through in-house journalism. As Cornell explained in a statement announcing the launch of ANZ Bluenotes, "today's consumers of journalism are not ready to be broadcast, they want to be in it." By publishing original and thoughtful reports and analysis, ANZ Bluenotes are not only able to engage more directly with their customers and the wider market, but they also contribute to society and help facilitate meaningful conversations around their industry. And this content-driven approach has largely paid off for ANZ, with traffic for the Bluenotes site peaking at 100,000 unique monthly impressions. There's a takeaway here for content marketing aspirants and veterans alike: investments in original content and thought leadership pay off. HBF health insurance: “Direct advice for dads” Health insurance companies don't typically win awards for their content marketing initiatives, which goes to show how unique and impressive HBF Health Insurance's "Direct Advice for Dads" campaign was.